About On The Savvy

Artists need fans who stick around. Their teams need a better way to build them.

Artist managers and independent labels put serious time and money into releases, content, and touring. But getting attention is only part of the job.

A song can earn thousands of streams without bringing many new fans back. A release campaign can perform well without building much demand for the next show. Meanwhile, the team has another release to promote, another tour to sell, and limited time and budget to make it all happen.

We started On The Savvy to help solve that problem.

We help artist teams turn attention into a growing fanbase that keeps listening, joins the fan list, and shows up when the artist comes to town.

Meet the Evergreen Engine

Our Evergreen Engine is a paid advertising system that develops an artist's audience before, during, and after releases and shows.

It connects four parts of artist growth:

• Audience Development: Introduce the artist to new people and keep interested fans engaged.

• Streaming: Bring listeners deeper into the artist's music and catalog.

• Touring: Build demand in the cities the artist plays and help sell tickets.

• Fan List: Grow an email audience the artist can reach directly.

Instead of relying entirely on the next release to bring people back, we keep the artist's strongest music and content working between major moments.

We handle the advertising setup, campaigns, and tracking, so the artist's team has less to manage. Each artist keeps control of their accounts, campaign history, and the fan information they collect directly.

For labels managing several artists, we bring a consistent approach to audience growth while respecting what makes each artist different.

Why we care

On The Savvy was founded by Jesse D. Lacy, an independent musician and former music publicist who knows the industry from both sides of the stage.

After playing more than 600 shows across the United States and working behind the scenes on projects connected to André 3000, Rolling Stone, NPR's Tiny Desk, and CD Baby, Jesse saw how much work goes into getting an artist heard.

He also saw how easily that attention could disappear.

Artists and their teams shouldn't have to spend every week creating something new just to keep people interested. The work they've already put into great music and content should continue helping them grow.

That's the thinking behind On The Savvy.

Who we work with

We work primarily with independent labels and artist managers supporting performing artists who already have a clear identity, strong music and content, and an active live show business.

We've worked with artists and organizations including Alaska Thunderfuck, PEG Records, Pierre James, and Woodshed Guitar Experience.

We also support select music camps that need to reach the right participants and fill their programs without putting more work on small teams.

Our goal is simple: Help your artists build a fanbase that supports their careers, while giving your team more time to focus on the work that matters.